Bayesian estimation of the effect of aggregate advertising on web metrics
US11790379B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Aug 27, 2020 |
| Grant date | Oct 17, 2023 |
| Priority date | — |
| Expiry date | Dec 7, 2040 |
Classification
- Technology area (CPC H)Electricity
- CPC primaryH04N21/812
- WIPO fieldAudio-visual technology
- WIPO sectorElectrical engineering
Abstract
A method, apparatus, and non-transitory computer readable medium for data analytics are described. Embodiments of the method, apparatus, and non-transitory computer readable medium include monitoring online activity corresponding to a plurality of users; receiving aggregate marketing data for a marketing activity; identifying online activity data for a time period corresponding to the marketing activity based on the monitoring; generating a regression model based on the aggregate marketing data and the online activity data using Bayesian regression, wherein the regression model represents a relationship between the marketing activity and the online activity, comprises a time effect coefficient, and is based on a prior distribution of the time effect coefficient that decays to zero as time increases; and estimating a treatment effect for the marketing activity on the online activity based on the regression model, wherein the treatment effect comprises a rate of effect decay.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.